Pixel Measurement

Measuring specific events in a subscriber's journey with the Facebook Pixel for your articles (both mobile web and desktop) is a requirement of the Instant Articles Subscription program. While the Account Linking process includes some of these events, this document covers the other relevant events and their parameters. Without the additional events you will not be able to reliably measure the value the integration brings to your publication.

Setup your Facebook Pixel

Please refer to the Facebook Pixel Events documentation for information on how to set up Facebook Pixel base code, which is a pre-requisite for any of the events to function properly. Use of the Facebook Pixel is covered under the Facebook Business Tools Terms.

Subscriber Journey Events

The full set of Pixel Events that cover the subscriber journey are:

  • ViewContent
  • ViewMeter
  • ViewPaywall
  • CreateAccount
  • LogIntoAccount
  • InitiateCheckout
  • Subscribe
  • Cancel

For the account linking events in bold, please refer to the Account Linking portion of the documentation. The table below details the non-account linking events to be included as part of your integration.

Unlike Account Linking events which require the use of the img tag, the events listed above can be sent using either the img tag or Javascript.

When using Javascript, the Standard and Custom event types provided indicate the first value of the fbq() function when firing the events, either with 'track' or 'trackCustom', respectively. More information can be found in the Facebook Pixel documentation.

Event Recommendations

This document classifies events as Critical vs Optional based on its significance in providing insights to your Instant Articles Subscriptions performance. Critical events are those that are essential in understanding the subscription workflows originating from Instant Articles. Optional events are useful for a more in-depth analysis of the funnels as well as for identifying points of optimization in your subscriptions workflows.

* Parameters in BOLD are required parameters
** If you are already using the Purchase/Subscribe event to for marketing purposes, please use a separate pixel id for the IA Subscriptions workflow in order to keep the conversion event and parameters from conflicting with each other

Metered

Event Motivation

ViewPaywall

Critical
This enables the comparison of Paywall hits from IA vs mWeb

iOS IA

Parameters

{surface: 'IA'}

iOS mWeb

Parameter

{surface: <mWeb/nonApp>,

meter_count:<meter count>}

Android IA

Not required. Will be available in the FBA Event Source Group as a page event

Android mWeb

Parameter

{surface: <mWeb/nonApp>,

meter_count:<meter count>}

Subscribe

Critical
Enables the analysis of conversions specifically from IA

iOS IA

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

iOS mWeb

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

Android IA

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

Android mWeb

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

InitiateCheckout

Critical
Enables measurement of drops during the checkout process and optimize improvements of the checkout flow

iOS IA

iOS mWeb

Android IA

Android mWeb

Parameters

{offer_code/campaign_code: <type of subscription offer selected by the user>}

Ensure these parameters are mirrored across all iOS/Android and IA/mWeb

LogIntoAccount

Critical
Helps filter out users who viewed the paywall but did not purchase since they were already a subscribed user

iOS IA

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

iOS mWeb

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

Android IA

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

Android mWeb

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

Cancel (Server side event)

Optional
Useful in measuring retention and churn

{subscription_id: <unique identifier for the user>,

reason: <reason for cancellation>}

ViewContent

Optional
Allows for analysis of the full funnel of user activity starting from the read event in addition to the paywall hits. Also enables in understanding what content type is helping drive users to paywall hits and beyond

iOS IA

Not required. Will be available in the FBA Event Source Group as a page event

iOS mWeb

Parameters

{

article_content_tier:<metered/locked/free>,

is_subscriber:<true/false>
}

Android IA

Not required. Will be available in the FBA Event Source Group as a page event

Android mWeb

Parameters

{

article_content_tier:<metered/locked/free>,

is_subscriber:<true/false>
}

Freemium

Event Motivation

ViewPaywall

Critical
This enables the comparison of Paywall hits from IA vs mWeb

iOS IA

Parameters

{surface: 'IA'}

iOS mWeb

Parameter

{surface: <mWeb/nonApp>,

meter_count:<meter count>}

Android IA

Not required. Will be available in the FBA Event Source Group as a page event

Android mWeb

Parameter

{surface: <mWeb/nonApp>,

meter_count:<meter count>}

Subscribe

Critical
Enables the analysis of conversions specifically from IA

iOS IA

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

iOS mWeb

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

Android IA

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

Android mWeb

Parameters

{currency: <currency>,

value: <cost of subscription>,

offer_code: <type of subscription offer selected by the user>,

subscription_id: <unique identifier for the user>

}

InitiateCheckout

Critical
Enables measurement of drops during the checkout process and optimize improvements of the checkout flow

iOS IA

iOS mWeb

Android IA

Android mWeb

Parameters

{offer_code/campaign_code: <type of subscription offer selected by the user>}

Ensure these parameters are mirrored across all iOS/Android and IA/mWeb

LogIntoAccount

Critical
Helps filter out users who viewed the paywall but did not purchase since they were already a subscribed user

iOS IA

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

iOS mWeb

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

Android IA

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

Android mWeb

Parameters

{

is_subscriber: <true/false>,

subscription_id: <unique identifier for the user>

}

Cancel (Server side event)

Optional
Useful in measuring retention and churn

{subscription_id: <unique identifier for the user>,

reason: <reason for cancellation>}

ViewContent

Critical
Allows for analysis of the full funnel of user activity starting from the read event in addition to the paywall hits. Also enables in understanding what content type is helping drive users to paywall hits and beyond

iOS IA

Not required. Will be available in the FBA Event Source Group as a page event

iOS mWeb

Parameters

{

article_content_tier:<metered/locked/free>,

is_subscriber:<true/false>
}

Android IA

Not required. Will be available in the FBA Event Source Group as a page event

Android mWeb

Parameters

{

article_content_tier:<metered/locked/free>,

is_subscriber:<true/false>
}

Testing your Pixel Integration

We recommend using the Pixel Helper Chrome plugin to validate your Pixel integration. You can also use the Event Debugger in Facebook Analytics.